Sports Travel A Huge Trend for Canadians; Lots of Interest in U.S. Visits

Sports travel has become big business around the world, and Canadians are doing their part. We’re also seeing a good deal of Canadian interest in visiting the U.S.

A report released today by Expedia, Hotels.com, and Vrbo finds that almost half (42%) of Canadian sports fans were more likely to travel and see a game on the road rather than attending a game at home or in their closest sports city¹.  

The Sports Travel Road Game Report also found that the average fan takes approximately three sports trips per year, and that 80% of fans are looking to take either the same or more trips in the upcoming year than they did the previous year. 

Fans prioritized sports travel over dining at restaurants and going to concerts and reported spending on average $4,294 per year on sports trips (including travel, accommodation, tickets and food). For football fans, the cost per trip was said to be approximately $500 higher than the average fan trip, while hockey fans estimate an average spend of $1,291 per trip.  

“The amount sports fans are willing to spend may seem surprising to non-sports fans until you realize it’s not just about the match — a game on the schedule gives some fans the reason they need to actually book and take their vacation, turning ‘someday’ into a reality,” says Melanie Fish, head of PR for Expedia Group Brands. “We combined the power of Expedia, Hotels.com, and Vrbo to get a comprehensive look at what’s inspiring Canadian sports fans to travel, whether those fans are booking packages, a last-minute room on Hotels.com to see their team clinch a playoff spot or booking a Vrbo to stay with your fellow fans.”

Fans reported hockey (47%), baseball (21%), soccer (21%) and basketball (21%) were the top sports they were looking to travel and watch in person over the next 12 months, and many were just as likely to travel for American pro football as they are for Canadian football (16%).  

While the majority (72%) of fans said the game itself was the best part of being there in person, there are other reasons the in-person experience has so much appeal over watching games on a screen: 

• Cheering along with the crowd (55%)
• The chance to gather socially with friends and family (47%)
• In-game entertainment (30%)

For specialty events like awards ceremonies and outdoor games, almost half (45%) reported they were more likely to travel for these occasions than regular games. In fact, Expedia flight data shows bookings for Nashville, Tenn., saw an increase of 135% during pro hockey’s annual awards festivities³ in June 2023 when compared to the previous week.  

As for where Canadians are travelling to, Toronto came in as the most desired destination in the world for Canadian sports fans, which makes sense given it’s the home of the Toronto Maple Leafs (NHL), Toronto Blue Jays (MLB), Toronto Raptors (NBA), Toronto FC (soccer) and Toronto Argonauts (CFL).

Here’s the full list:  

1. Toronto, Ont.  
2. New York, N.Y.  
3. Montreal, Q.C.  
4. Las Vegas, Nev.  
5. Vancouver, B.C.  
6. Los Angeles, Calif.  
7. Boston, Mass.  
8. Miami, Fla.  
9. Chicago, Ill.  
10. Seattle, Wash.  

CANADIAN INTEREST IN VISITING THE U.S. REMAINS HIGH

As Canadians gear up for fall and winter, travel to the U.S. is back on the radar for many Canadians, with one quarter of Canadians having plans to travel to the U.S. within the next year. From snowbirds to visiting family or a quick cross-border shopping trip, here’s what you should know:

 

 

When it comes to factors influencing their choice of U.S. destinations, striking differences emerge. Gen Zers prioritize proximity and ease of access, along with the opportunity to see friends and family over the holidays. In contrast, millennials, Gen X and boomers prioritize affordability of the destination. 

 

—————————————|Gen Z|Millennials|Gen X|Boomers|

Proximity/Ease of Getting there——–| 24%_| 12% ____| 9% __| 14%__|

People that I want to visit————- | 24%_| 16%_____| 12%_| 16%__|

Affordability of Destination———– | 16%_| 25%_____| 34%_| 30%__|

 

 

When venturing across the border, it’s easy to get caught up in the excitement of travel. More than three-quarters (76%) of Gen Z travellers have confessed to occasionally overspending during their cross-border travels because they were not calculating real-time exchange rates. In contrast, millennials stand at 65%, followed by Gen X at 58%, and a more financially prudent 45% among baby boomers.

 

 

Almost three-quarters (74%) of Gen Zers are confident that a journey to the U.S. offers good value compared to other travel destinations. This sentiment echoes among 65% of millennials, 59% of Gen X and 57% of boomers. The data indicate a distinct optimism among Gen Zers, who see the U.S. as a desirable destination that justifies their travel investments.

 

 

The fluctuations in exchange rates weigh differently on each generation’s mind. Gen Z displays the lowest level of concern, with 66% expressing unease over the exchange rate. In contrast, 76% of millennials, 84% of Gen X and a striking 89% of baby boomers harbour apprehensions about exchange rate volatility. Concern with the exchange rate and value of the Canadian dollar increases with age, with 91% of those aged 55+ expressing worry in this regard. When considering the cost of air travel, Gen Zers, again, demonstrate the least concern of those surveyed, with 64% expressing concern. This is juxtaposed against higher levels of worry among millennials at 80%, Gen X at 78%, and boomers at 83%.